WALMART

BABY AISLE REINVENTION

Getting 306,000,000 search results for “first-time mom” gave us sympathy pains – and a great idea – for connecting with newbie mothers. Walmart’s baby department reinvention was the first category in a storewide reinvention drive to capture a more upscale, millennial audience.

The Spark: The First Time Expectant (FTE) is on a 9-month journey of uncertainty. She gets a Googledom of differing opinions and advice from doctors, friends, family and her crazy Aunt Nancy. But what if her favorite retail store was her roadmap to making the right choices for her first baby?